Too Big To Fail? Or Too Big So Fail?
Updated: May 7, 2020
Another major aspect, other than keeping food quality consistent, is that many food businesses don’t dedicate much to marketing and rely on a couple of Facebook and Instagram updates to do the job.
The above sums up nicely a pitfall that businesses both big and small in Singapore seem to fall into these days. There's been a proliferation in the usage of content houses and/or influencers (micro and KOLs) to promote one's business through social media. But the fact of the matter is - regardless of how stunning the content/hype generated, it's only one-off. And this hype will either die off in time to come, or be taken over by your competitor's next marketing gimmick.
Don't get us wrong, there's certainly merits in using content houses and/or influencers to generate hype and brand awareness (doesn't come cheap obviously!). That being said, business owners should also recognize the value in regular organic content creation. Being active on social media keeps your community and consumers engaged, and make your brand more relevant. Amidst the intense competition today, forking out big bucks and relying on that "pretty" video/IG post is definitely not enough to get ahead in the crowded digital market.